Page 185 - principles of tourism marketing-1 (1)

Marketing also plays a role in how consumers perceive brand

messaging through lenses such as culture, lifestyle and personality.

For instance, brands can ensure that content and other messaging

align with the individual consumer’s personality profile and

motives.

Marketers use a variety of promotional tools to “nudge” consumers

who intend to buy but decide to purchase at a later time due to

internal or external factors (e.g., loss of job, retail store closing,

etc.). To successfully guide consumers through the buying process,
marketers attempt to make products and services more appealing

by offering credit or payment terms, sales promotions, rebates, and
other premiums to convince consumers to buy now rather than

later. Complimentary perks and services such as add-on features
and lifetime warranties are other tactics used by brands to sell

product and service benefits to consumers.

Relationship Building with Various Stakeholders

The key to building a strong stakeholder relationship is

communicating effectively with all stakeholders.

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